Marketing Mix of The Body Shop: Overview and Strategies

This report provides an overview of The Body Shop, a British cosmetics and skin care company, and its marketing mix strategies. The report covers the company's diversified product portfolio, premium pricing strategy, strong distribution network, and societal marketing concept. The report concludes with a recommendation for the company to continue innovating its products through corporate social responsibility.

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The marketing mix may be defined as those set of
marketing tools which help the organisation in
achieving their marketing objective in a very effective
manner. With the help of this tool company can promote
their brand and products in the competitive market. The
chosen company for this report is The Body shop. The
following report is going to cover the breif over view of
the company and marketing mix of the respective
company.
Place :- this factor is related to the presence of the company.
The company spread their product presence in more then
three thousand outlets which are owned by them. In addition
to their product in around 66 countries like Belgium,
Canada, France, Italy, Saudi Arabia, Indonesia, Japan and
many more. A powerful and strong distribution network has
been posse by the company which facilitate them purchasing
and sales of the product.
Promotion :- different types marketing policies has been
used by the Body Shop in order to promote their product in
the market. Societal marketing concept has been adopt by
the company which encourage the use of plant based
material. The company have its own website and usually
advertise their product fashion magazines and social media
platform.
The Body Shop is a well known British cosmetics, skin
care product and perfume company. The respective
company was established in 1976 and the founder of
the company is Dame Anita Roddick. The firm start
trading form Brighton and now the headquarter of the
company is located in London Bridge, London, United
Kingdom. In present time comp[any was owned by
Brazilian cosmetics company Natura. A wide range of
products for the body, hair and home have been carries
by the company. Body butter and hair care products are
the most famous products of the company.
Marketing mix is being consist of different factors which
are controlled by the company in order to influence their
customer for purchasing their product. With the help of
this tool a good image of the company has been developed
in the mind of the consumer. In context to The Body
Shop company Marketing mix has been discussed below :-
Product :- the Body Shop is basically and international
acclaimed company who deals in more then one thousand
products. They have diversified product portfolio which
comprises of different type of products according to the
different skin type like normal, oily and sensitive. Their
diversified product portfolio included Ginger Shampoo
Rainforest Radiance Hair Butter New Fuji Green Tea
Cleansing Hair Scrub for hair protection. Olive Body
Scrub, White Musk Antiperspirant Deodorant, Fuji Green
Tea Exfoliating Soap for body protection and many more.
The product in which they deal satisfied their customer in
a very effective manner.
Price :- the Body Shop target those consumer who love the
eco-friendly product whether the price of the product is
high. The premium pricing strategy has been followed by
the company as they deals in natural and high quality
product. At the end of 2018 the revenue of the company is
around 1.4 billion US Dollar.
POSTER
INTRODUCTION MARKETING MIX
OVERVIEW OF COMPANY
REFERENCES
CONCLUSION
From the above report it has been concluded that it is very
important for the company to use the different marketing
techniques in order to promote their product in the market.
With the help of these tools they can develop a good brand
image in the market. It has been recommended to the Body
Shop company is that they have to continuously innovate
their product by performing the corporate social
responsibility.
Britt, S.H., 1971. The right marketing mix for the corporate imagery mix role of various publics and marketing
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Peattie, K. and Peattie, S., 2011. The social marketing mix: A critical review. The Sage handbook of social marketing,